Five million children in the UK experience bullying. The Diana Award, a charity founded in memory of Princess Diana, runs the UK’s largest bullying prevention programme and wanted to start more conversations about this issue.

We created an integrated campaign that hijacked the back-to-school period. Our viral film mirrors the typically happy and optimistic style of a back-to-school ad before taking a dark turn. The cheerful music becomes ominous and product messages are given poignant new meaning as the heart-wrenching scene unfolds.

A unique installation in Westfield (Europe’s largest shopping centre) featured specially rigged mannequins depicting four scenes of violence and emotional abuse. These faceless children became powerful symbols of the millions who suffer in silence.

Meanwhile, the Metro donated thousands of pounds of media space, which we filled with the terrible things many kids would go back to when term began. DOOH from Ocean Outdoor complimented the idea.